I.D. DIRECTIONS REVIEW

What is Strol?An experience that allows travelers–international and

domestic–to plan, enjoy, and share the most visually interesting

routes to and from various scenic locations.

ChallengeDevelop a user inferface and visual design that

has its own identity and does not compete with the

current Strol logotype.

PERSONAS

JonathanVice President Business DevelopmentAge: 47Hobbies: golf, museums, traveling

Jonathan travels mostly for business, both domestic

and international. He is married with two children

and lives in Royal Palm Beach, FL. Jonathan tries to

absorb as much knowledge as possible.

“Majority of my time is spent traveling. When abroad I am often in back-to-back meetings

with little time to see the sites of the city.”

Transportation when abroadTaxi, walk

App usage during travelOccasional

International phone usageFrequently (mostly email & calls)

Designing for Jonathan

Make sure designs are simple and easy to use. Not to wordy or complex. Jonathan is easily discourage when using apps that do not make tasks easier and often deletes them after one use.

Consider Jonathan is usually on a business trip and is very busy.

Showing Jonathan that with the little extra time he has, he can get more out of his trip will increase the likelihood of him taking a stroll.

When Jonathan has an experience he enjoys while abroad he usually shares it.

Key Attributes• Travels all over the US and Europe

selling medical devices.• Likes to get out of the hotel when

on business trips to see the city.• Enjoys culture and watching

foreign films.• Takes his family to places he has

visited on business if he found the cite culturally interesting.

iPhone 20-24 trips/year 4 travel apps

NolaCollege EducatorAge: 31Hobbies: photography, art, reading, traveling,

Nola enjoys traveling to cultural areas particularly

in Africa. She has visited and lived in Europe for

business and graduate school. She currently lives in

New Orleans, LA to be close to her family.

“I am a non-traditional traveler. I visit war torn countries that Americans are

often advised not to visit.”

Transportation when abroadWalk and metro

App usage during travelRarely

International phone usageRarely (phone calls). Will purchase an international phone depending on cost benefits.

Designing for Nola

If using an app abroad Nola’s first instinct would be to see if google maps has an accurate route.

Upon leaving the hotel she usually has a destination in mind if a stroll takes her an additional 5-7 mins she would take it. Otherwise it delays her from her original destination.

Giving Nola a personal concierge type experience when engaging with the app can increase her likelihood of app usage.

Directions accuracy will be critical. As a tourist safety is a key concern and being lost is the last thing Nola wants.

Key Attributes• Professional background is in

international development.• Uses personal iPhone more

frequently in recent travel because wifi is more readily available internationally.

• Prefers in-person (concierge)directions when abroad. More detailed, direct and accurate.

Samsung 1-2 trips/year 2 travel apps

Designing for Sonja

Credibility of the source is critical. “What’s the sources perspective on what is interesting? Is it the same as mine? What they think is great I could think is boring.”

Sharing through social media is an important part of her travel rituals.

Feeling the culture of a place is a top priority for Sonja when she travels.

Sonja would not rely on one app to give her the entire perspective on a destination.

SonjaSr. Digital Producer/Project ManagerAge: 36Hobbies: traveling, art museums, photography

Sonja is a leisure traveler. She has visited Paris,

Berlin, Bogata, Bali and other major domestic

cities. She lives in New York City and believes that

traveling abroad greatly enriches her life.

“I always spend my first day in a new city walking around aimlessly embracing the culture and

orienting myself for the days to come.”

Transportation when abroadWalk, metro, light rail, or whatever is culturally significant (e.g. bikes in Copenhagen)

App usage during travelOccaionally

International phone usageAlways (text, email, & social posting)

Key Attributes• Sonja often maps out her agenda

online and uses Apple’s Notes app when touring a city.

• She tries to travel by foot the first 2-3 days of her trip.

• Relies heavily on her social network for sightseeing travel advice.

iPhone 4-6 trips/year 4 travel apps

MOODBOARDS

MOOD BOARD I - CREATED 07.07.14 SIMPLE SOPHISTICATED AIRY BOLD

Roboto SlabOpen Sans

MOOD BOARD II - CREATED 07.07.14 SIMPLE ADVENTUROUS URBAN CULTURE DIFFERENT

NOVITO NOVAOpen Sans

MOOD BOARD III - CREATED 07.07.14 SIMPLE CONNECTED CITY LIFE RELAXED

Gotham LightGotham Light

THOUGHTS?